A SUMMER TRAINING PROJECT REPORT

“MARKETING ANALYSIS OF HINDWARE”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF MBA DEGREE FROM

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

Under the Guidance of

Mr. AKASH JAISWAL
(Asst. Professor)

COMPANY GUIDE: SUBMITTED BY:

Mr. Naveen Mishra Arun Kumar Ram
(Branch Manager) Roll No.:-1766670048
MBA – Final Year

(Batch 2018)
SRM BUSINESS SCHOOL B.K.T LUCKNOW (College Code: 666)

1
 DECLARATION

I do hereby declare that the research report titled “MARKETING

ANALYSIS OF HINDWARE” under the esteemed guidance of my faculty guide

Mr. Akash Jaiswal, submitted by me in partial fulfillment of the requirement of

Master of Business Administration exclusively prepared and conceptualized by

me and is not submitted to any other Institution or University or published

anywhere before for the reward of any Degree/Diploma/Certificate. It is the

Original work of mine and has not been obtained from any other part.

Date:-
Place:-Lucknow Arun Kumar Ram
Roll No.:-1766670048

2
 ACKNOWLEDGEMENT

Every work constitutes great deal of assistance and guidance from the people

concerned and this particular project is of no exception.

A project of the nature is surely a result of tremendous support, guidance, encouragement

and help.

Wish to place on record my sincere gratitude to Prof Mr. Akash Jaiswal.

I thank him for constructive help and encouragement throughout the project. Without his

support and guidance taking this would not have been possible.

Also, wish to acknowledge enthusiastic encouragement and support extended to me by

my family members. At last, I would like to thank all the faculty of business management

to help me completing this project.

Im also thankful to my friends who provided me their constant support and assistance.

3
 PREFACE

Marketing analysis plays vital role in today’s business scenario in consumer

product Company, when there is such a high competition in the market.

The emphasis in the project is providing the study and an insight into goods

scenario. The project is designed to provide participation of MBA program as on

the job experience. This has given a chance to try and apply the academic

knowledge and gain insight into corporate culture. This helps in developing

decision making abilities and emphasizes on active participation by the student.

I undertook my project a leading Bottler and marketing partner of the Hindware.

During the research, I had work on the project “Marketing analysis of Hindware”

I gained valuable experience & knowledge during this survey. This project consists

of my findings after data analysis & conclusions were drawn and recommendations

were put forward.

4
 EXECUTIVE SUMMARY

Disposable glass industry is one of the fast growing industries in India. The

Disposable glass can be further classified in Disposable glass industry segments.

Marketing includes all the fulfill the all segment of consumers. Marketing is also to

convert social needs into profitable opportunities.

So this topic provides all the essential to theoretical knowledge and to inculcate the

efficiency. It is also requirement for the company to improve their service and

quality for achieving their ultimate goal.

Project Title : “Marketing analysis of Hindware”

The topic has been already given by the company to collect information about

current status of the Disposable glass that is given by the company to the retailer

for selling of every brand of Hindware .

The main objective of the research was to know the company’s position in the milk

sector.

Location : Lucknow

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 TABLE OF CONTENT

1. Introduction 7

2. Company Profile 50

3. Objective of the study 65

4. Scope of the study 67

5. Research methodology 68

6. Limitation 75

7. Data analysis and interpretation 77

8. Findings 88

9. Conclusion 91

10.Suggestions and recommendations 93

11.Bibliography 95

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INTRODUCTION

7
 INTRODUCTION

Marketing Analysis

"The 'marketing analysis' (also known as the four Ps) is a foundation concept

in marketing. The marketing mix has been defined as the "set of marketing tools

that the firm uses to pursue its marketing objectives in the target market". Thus the

marketing mix refers to four broad levels of marketing decision,

namely: product, price, promotion, and place. Marketing practice has been

occurring for millennia, but marketing theory emerged in the early twentieth

century. The contemporary marketing mix, or the 4Ps, which has become the

dominant framework for marketing management decisions, was first published in

1960.[3] In services marketing, a modified and expanded marketing mix is used,

typically comprising seven Ps made up of the original 4 Ps

plus process, people, physical environment.[4] Occasionally service marketers will

refer to eight Ps; comprising the 7 Ps plus performance.

Market definition

We focus our analysis on the global market for full time MBA programs in

English language offered by formally established business schools in English, with

duration ranging between one and two years. The market involves about 120,000

students each year based on the number of business schools offering such

8
programs globally (1000-1200), average annual intake (60-100) and number of

GMAT exams taken each year (247,000, about 80% for full time programs)

(Geographic Trends Report, 2008, p. 3; The Global Management Education

Landscape, 2008). Part-time programs (Executive, weekend, evening, modular),

programs delivered to students outside the traditional business school setting

(corporate, online), programs offered in other languages as well as any programs

not leading to a MBA degree (specialised and pre-experience Master programs) are

not considered part of this market. Key players are the established business schools

worldwide (ranked by FT and WSJ and/or members of professional associations

such as AASCB, EFMD, AMBA). Leading business schools in terms of market

share are Harvard and Wharton with annual enrolments of 900 students each.

Typical buyers of full time MBA programs in English are men and women in the

age of 23-35 who predominantly come from North America, Europe and

developed Asian economies, they are success oriented, intelligent and

geographically mobile. Cost structure Until very recently full time MBA has been

the only program that had been ranked and accredited globally and therefore one of

the very few ways to create and maintain the business school reputation (along

with publishing, research and marketing). Business schools offer a good full time

MBA program in order to build reputation and create the demand for their

premium products (EMBA and executive education). Therefore, the financial goal
9
for full time MBA is typically to break even while profits are generated by other

products in the schools’ portfolio. Business schools have a very large proportion of

fixed or semi-variable costs with main items being payroll (faculty and staff),

maintenance of the buildings and campuses, technologies (learning and research)

and marketing. Therefore the players are very sensitive to capacity utilisation and

significant economies of scale exist for schools with larger student intakes. Many

schools therefore consider increasing their intakes to benefit from economies of

scale (e.g. Stanford, Haas). This sensitivity is amplified by the fact that demand for

MBA is counter-cyclical and depends heavily on the state of economy (Application

Trends Survey, 2008, p. 3). The key variable costs include teaching materials,

buying case studies. Sunk costs in most cases are relatively large (campuses,

libraries etc.). Entry costs are significant in the mature markets and include

investments into faculty, facilities, learning technologies and marketing. In

emerging markets entry costs are low or modest. The price range for full time

MBAs in English (tuition only) varies globally between USD 10,000 and 90,000. If

we assume that prices reflect costs, then significant cost differences exist between

premium and mass segments players. Typically, quite significant resources (best-

in-class facilities, faculty and staff, libraries, IT infrastructure etc.) are required to

properly run and support a premium full time MBA program. Leading faculty

worldwide have significant bargaining power over schools as there is no direct

10
substitute for their input. Schools tend to make significant investments in attracting

faculty, their development and research whereas faculty invest their time into

adjusting to specific school requirements. Overall, the nature of costs makes this

market vulnerable to changes in demand and players have relatively few

opportunities to change their pricing to protect their profitability during downturns.

Demand drivers The global market for full time MBA programs can be divided

into several segments – by product (premium and mass) and by the stage of market

development. The premium segment represents about 10% of the market globally

(in number of students) and includes the top MBA programs offered by the leading

business schools worldwide according to the FT and WSJ rankings and at the price

(tuition only) starting from USD 50,000. Although most players in this segment are

US-based, there is a significant and growing number of leading business schools in

Europe and Asia (LBS, INSEAD, IESE, CEIBS etc). The consumers of premium

MBA programs typically are high achievers with GMAT score of 680+.

Reputation of the business school (including ranking), particular subject strength

and location are the key decision factors for buyers in this segment (Application

Trends Survey, 2008, pp. 7-8). Prices in this segment are consistently high, but

availability of financial aid makes payback of the costs relatively quick (about 3-5

years for top schools) which makes price elasticity relatively low. The cost to

consumer of the top 2 year full time MBA is about USD 100,000-150,000 for two
11
years including living expenses but excluding opportunity costs of not working for

2 years. The mass segment (tuition below USD 50,000) represents about 90% of

the global market. Key players in this segment are the second tier business schools,

predominantly US-based (about 700 schools). Price elasticity in this segment is

much higher and tuition/cost of living plays an important role in purchase decision.

By the stage of market evolution we can divide the global market for full time

MBA programs in English into three geographic segments based on number of

schools in both segments, number of students and degree of internationalisation

measured by proportion of international students, faculty and research

publications: mature market (US and Canada); developed MBA markets in Europe

(e.g. UK, France, Spain), Asia and Latin America; emerging markets (countries

from Europe, Asia, Latin America and Africa where tradition of full time MBA

education is relatively new). In the last two decades the market has been influenced

by the growth of substitutes such as EMBA, specialised Master programs, pre-

experience Master programs, corporate MBA, online and part-time MBA (The

Future of Graduate Management Education, 2004). Substitutes range from low cost

online models to very expensive EMBA programs. Given the ‘reputation-building

and breakeven’ nature of full time MBA program, the business schools which were

able to build high quality substitutes into their portfolio will only benefit from the

opportunities to generate the extra demand for premium products. Therefore, most
12
hit by the new trend will be the schools which are not able to appropriately

diversify their portfolio, particularly within mass market segment. Competitive

situation The mature (US and Canada) segment is characterised by relatively slow

growth and fierce competition among players for a narrow pool of talented

applicants with GMAT scores of 700+. The emerging markets are growing fast and

there is still room for quick development of a new entrant. Prices in this market are

the indicator of quality and therefore competitors maintain high level of prices and

should not be expected to participate in any kind of price competition. However,

though price information is perfectly transparent, the actual cost to consumer is

hard to detect as schools give out large numbers of financial aid options. Theref 4

Due to significant entry barriers in the form of brand loyalty and reputation

(particularly in the top segment) and learning and scale economies, the new entrant

schools will not pose a significant threat to existing players in the medium-term.

New entrants will initially face difficulties with access to qualified faculty and

research, investment in learning and research technologies, facilities etc.

Incumbents on the other hand, will initially have significant experience-based

advantage and network externalities. In the long term, however, incumbents will

reply with differentiation strategy to protect their revenue base. The key cost-

related factors driving industry and individual MBA program profitability are

related to the high fixed cost nature of this market – its sensitivity to capacity
13
utilisation and cyclical changes in demand as well as scale economies. The key

demand-related drivers are program and school reputation and brand loyalty.

Switching costs for buyers are relatively low at the stage of application so the

school at the top segment have to rely on their reputation in order not to loose the

best potential students to competition. Internal rivalry is the most important force

of the competition in the full-time MBA market impacting profitability followed

by the threat from substitutes. Conclusion: Prospects for long-term profitability

Market for full-time MBA program is increasingly global by nature, so global is

the competition for top buyers (most talented students) and top suppliers (faculty).

Competition between sellers (business schools) is rising in both top and mass

segments of the market. Differentiation based on brand reputation is a key

competitive factor for the top segment while location and price are most important

for the mass segment. We should expect more schools entering the market in both

segments in emerging markets and relative stability in provider numbers in mature

markets. An increasing number of business schools from emerging markets will

gain global reputation and therefore will participate in global competition for

talents (both faculty and students) within the next decade (Hiwawini, 2005). The

power of substitutes will gradually increase to have significant impact on

profitability in the market. We expect all forms of substitutes to flourish and more

cheap and expensive options as well as more hybrid formats to evolve. The power
14
of buyers (currently low) and suppliers (currently moderate) may continue to

increase as a race for talents speeds up. Entry barriers are substantial and have a

potential to become higher for the top segment while they will be kept at a

relatively low level for the mass segment. Long-term profitability will be rather

kept at breakeven level, but will be compensated by income from other programs,

sensitive to the reputation of a school.

In the 1990s, the concept of four Cs was introduced as a more customer-driven

replacement of the four Ps. There are two theories based on four Cs: Lauterborn's

four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs

(commodity, cost, communication, channel).

Given the valuation of customers towards potential product attributes (in any

category, e.g. product, promotion, etc.) and the attributes of the products sold by

other companies, the problem of selecting the attributes of a product to maximize

the number of customers preferring it is a computationally intractable problem.

Emergence of the Marketing Mix: 4 Ps and 7 Ps Concepts

The origins of the four Ps can be traced to the late 1940s. The first known mention

of a mix has been attributed to a Professor of Marketing at Harvard University,

Prof. James Culliton. In 1948, Culliton published an article entitled, The

Management of Marketing Costs in which Culliton describes marketers as 'mixers

15
of ingredients'. Some years later, Culliton's colleague, Professor Neil Borden,

published a retrospective article detailing the early history of the marketing mix in

which he claims that he was inspired by Culliton's idea of 'mixers', and credits

himself with popularising the concept of the 'marketing mix'. According to

Borden's account, he used the term, 'marketing mix' consistently from the late

1940s. For instance, he is known to have used the term 'marketing mix' in his

presidential address given to the American Marketing Association in 1953.

Although the idea of marketers as 'mixers of ingredients' caught on, marketers

could not reach any real consensus about what elements should be included in the

mix until the 1960s. The 4 Ps, in its modern form, was first proposed in 1960 by E.

Jerome McCarthy in his text-book, Basic Marketing: A Managerial

Approach. McCarthy used the 4 Ps as an organising framework for the entire work

with chapters devoted to each of the elements, contained within a managerial

approach that also included chapters dedicated to analysis, consumer behavior,

marketing research, market segmentation and planning to round out the managerial

approach. Phillip Kotler, a prolific author, popularised the managerial approach,

and with it, spread the concept of the 4 Ps. McCarthy's 4 Ps have been widely

adopted by both marketing academics and practitioners.

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The prospect of expanding or modifying the marketing mix first took hold at the

inaugural AMA Conference dedicated to Services Marketing in the early 1980s,

and built on earlier theoretical works pointing to many important limitations of the

4 Ps concept. Taken collectively, the papers presented at that conference indicate

that service marketers were thinking about a revision to the general marketing mix

based on an understanding that services were fundamentally different to products,

and therefore required different tools and strategies. In 1981, Booms and Bitner

proposed a model of 7 Ps, comprising the original 4 Ps plus process,

people and physical evidence, as being more applicable for services

marketing.[19] Since then there have been a number of different proposals for a

service marketing mix (with various numbers of Ps - 6 Ps, 7 Ps, 8 Ps, 9 Ps and

occasionally more).

17
McCarthy's Four Ps

Marketing and Marketing mix

The original marketing mix, or 4 Ps, as originally proposed by marketer and

academic E. Jerome McCarthy, provides a framework for marketing decision-

making. McCarthy's marketing mix has since become one of the most enduring and

widely accepted frameworks in marketing.

Table 1: Brief Outline of 4 Ps

Category Definition/ Explanation Typical Marketing Decisions

 Product design - features,

A product refers to an
quality
item that satisfies the
 Product assortment -
consumer's needs or
product range, product
wants.
Product mix, product lines
Products may be tangible
 Branding
(goods) or intangible
 Packaging and labeling
(services, ideas or
 Services (complementary
experiences).
service, after-sales service,

18
 service level)

 Guarantees and warranties

 Returns

 Managing products through

the life-cycle

Price refers to the

amount a customer pays

for a product.
 Price strategy
Price may also refer to
 Price tactics
the sacrifice consumers
 Price-setting
are prepared to make to
 Allowances - e.g. rebates
Price acquire a product.
for distributors
(e.g. time or effort)
 Discounts - for customers
Price is the only variable
 Payment terms - credit,
that has implications for
payment methods
revenue.

Price also includes

considerations

19
 of customer perceived

value.

 Promotional mix -

appropriate balance of

advertising, PR, direct

Promotion refers to
marketing and sales
marketing
promotion
communications
 Message strategy - what is
Promotion May comprise elements
to be communicated
such as: advertising, PR,
 Channel/ media strategy -
direct marketing andsales
how to reach the target
promotion.
audience

 Message Frequency - how

often to communicate

Refers to providing  Strategies such as intensive

customer access distribution, selective

Distribution(Place)
Considers providing distribution, exclusive

convenience for distribution

20
consumer.  Franchising;

 Market coverage

 Channel member selection

and channel member

relationships

 Assortment

 Location decisions

 Inventory

 Transport, warehousing

and logistics

21
The 4Ps have been the cornerstone of the managerial approach to marketing since

the 1960s

Product refers to what the business offers for sale and may include products or

services. Product decisions include the "quality, features, benefits, style, design,

branding, packaging, services, warranties, guarantees, life cycles, investments and

returns".

Price refers to decisions surrounding "list pricing, discount pricing, special offer

pricing, credit payment or credit terms". Price refers to the total cost to customer to

acquire the product, and may involve both monetary and psychological costs such

as the time and effort expended in acquisition.[22]

Place is defined as the "direct or indirect channels to market, geographical

distribution, territorial coverage, retail outlet, market location, catalogues,

inventory, logistics and order fulfilment". Place refers either to the physical

location where a business carries out business or the distribution channels used to

reach markets. Place may refer to a retail outlet, but increasingly refers to virtual

stores such as "a mail order catalogue, a telephone call centre or a website "

22
Promotion refers to "the marketing communication used to make the offer known

to potential customers and persuade them to investigate it further ". Promotion

elements include "advertising, public relations, direct selling and sales promotions.

Modified and Expanded Marketing Mix: 7 Ps

See also: Services marketing, Service blueprint, and Servicescape

The Seven Ps of Services Marketing

By the 1980s, a number of theorists were calling for an expanded and modified

framework that would be more useful to service marketers. The prospect of

expanding or modifying the marketing mix for services was a core discussion topic

at the inaugural AMA Conference dedicated to Services Marketing in the early

1980s, and built on earlier theoretical works pointing to many important limitations

of the 4 Ps concept.[18] Taken collectively, the papers presented at that conference

indicate that service marketers were thinking about a revision to the general

marketing mix based on an understanding that services were fundamentally

different to products, and therefore required different tools and strategies. In 1981,
23
Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps

plus process, people andphysical evidence, as being more applicable for services

marketing.[19] Since then there have been a number of different proposals for a

service marketing mix (with various numbers of Ps - 6 Ps, 7 Ps, 8 Ps, 9 Ps and

occasionally more). Today, most texts are organised around a framework of seven

Ps or eight Ps. The 7 Ps comprises the original 4 Ps plus process, people, physical

environment. The eight Psframework; comprises the 7 Ps plus performance which

refers to the standards of service performance or service quality.

Table 2: Outline of the Modified and Expanded Marketing Mix

Category Definition/ Explanation Typical Marketing Decisions

 Facilities (e.g. furniture,

The environment in which service
equipment, access)
occurs.
 Spatial layout (e.g.
The space where customers and
Physical functionality, efficiency)
service personnel interact.
evidence  Signage (e.g. directional
Tangible commodities (e.g. signage, symbols, other
equipment, furniture) that signage)
facilitate service performance.  Interior design (e.g. furniture,

24
 Artifacts that remind customers color schemes)

of a service performance.  Ambient conditions (e.g.

noise, air, temperature)

 Design of livery (e.g.

stationery, brochures, menus,

etc.)

 Artifacts: (e.g. souvenirs,

mementos, etc.)

Human actors who participate in

 Staff recruitment and training
service delivery.
 Uniforms

Service personnel who represent  Scripting

the company's values to  Queuing systems, managing
People
customers. waits

Interactions between customers.  Handling complaints, service

Interactions between employees failures

and customers.[25]  Managing social interactions

The procedures, mechanisms and  Process design

Process
flow of activities by which  Blueprinting (i.e.

25
service is delivered. flowcharting) service

processes

 Standardization vs

customization decisions

 Diagnosing fail-points,

critical incidents and system

failures

 Monitoring and tracking

service performance

 Analysis of resource

requirements and allocation

 Creation and measurement of

key performance indicators

(KPIs)

 Alignment with Best

Practices

 Preparation of operations

manuals

26
People are essential in the marketing of any product or service. Personnel stand for

the service. In the professional, financial or hospitality service industry, people are

not producers, but rather the products themselves. When people are the product,

they impact public perception of an organization as much as any tangible consumer

goods. From a marketing management perspective, it is important to ensure that

employees represent the company in alignment with broader messaging

strategies. This is easier to ensure when people feel as though they have been

treated fairly and earn wages sufficient enough to support their daily lives.

Process refers a "the set of activities that results in delivery of the product

benefits". A process could be a sequential order of tasks that an employee

undertakes as a part of their job. It can represent sequential steps taken by a

number of various employees while attempting to complete a task. Some people

are responsible for managing multiple processes at once. For example, a restaurant

manager should monitor the performance of employees, ensuring that processes are

followed. (S)he is also expected to supervise while customers are promptly

greeted, seated, fed, and led out so that the next customer can begin this process.

Physical evidence refers to the non-human elements of the service encounter,

including equipment, furniture and facilities. It may also refer to the more abstract

components of the environment in which the service encounter occurs including

27
interior design, colour schemes and layout. Some physical evidence elements

provide lasting proof that the service has occurred, such as souvenirs, mementos,

invoices and other livery of artifacts. According to Booms and Bitner's framework,

"physical evidence is the service delivered and any tangible goods that facilitate

the performance and communication of the service. Physical evidence is important

to customers because the tangible goods are evidence that the seller has (or has

not) provided what the customer was expecting. The more inviting the physical

environment that surrounds a product, the more people are willing to engage in the

service encounter.

Lauterborn's four Cs (1990)

Robert F. Lauterborn proposed a four Cs classification in 1990.[29] His

classification is a more consumer-orientated version of the four Ps[30] that attempts

to better fit the movement from mass marketing to niche marketing:

28
Four Ps Four Cs Definition

A company will only sell what the

consumer specifically wants to buy. So, marketers

Consumerwants
Product should study consumer wants and needs in order to
and needs
attract them one by one with something he/she wants

to purchase.

Price is only a part of the total cost to satisfy a want

or a need. The total cost will consider for example

the cost of time in acquiring a good or a service,

a cost of conscience by consuming that or even

a cost of guilt "for not treating the kids". It reflects

Price Cost
the total cost of ownership. Many factors affect cost,

including but not limited to the customer's cost to

change or implement the new product or service and

the customer's cost for not selecting a competitor's

product or service.

While promotion is "manipulative" and from the

Promotion Communication seller, communication is "cooperative" and from the

buyer with the aim to create a dialogue with the

29
 potential customers based on their needs and

lifestyles. It represents a broader focus.

Communications can include advertising, public

relations, personal selling, viral advertising, and any

form of communication between the organization

and the consumer

In the era of Internet, catalogues, credit cards and

phones people neither need to go anywhere to satisfy

a want or a need nor are limited to a few places to

satisfy them. Marketers should know how the target

market prefers to buy, how to be there and be

Place Convenience ubiquitous, in order to guarantee convenience to

buy. With the rise of Internet and hybrid models of

purchasing, Place is becoming less relevant.

Convenience takes into account the ease of buying

the product, finding the product, finding information

about the product, and several other factors

30
Shimizu's Four Cs: in the 7Cs Compass Model (1973-, 2010)

After Koichi Shimizu proposed a four Cs classification in 1973, it was expanded

to the 7Cs Compass Model to provide a more complete picture of the nature of

marketing in 1979. The ７Cs Compass Model is a framework of Co-

marketing (Commensal marketing or Symbiotic marketing). Also the Co-creative

marketing of a company and consumers are contained in the co-marketing. Co-

marketing (Collaborate marketing) is a marketing practice where two companies

cooperate with separate distribution channels, sometimes including profit sharing.

It is frequently confused with co-promotion. Also Commensal (symbiotic)

marketing is a marketing on which both corporation and a corporation, a

corporation and a consumer, country and a country, human and nature can live.

 The 7Cs Compass Model comprises:

(C1) Corporation – The core of four Cs is corporation (company and non profit

organization). C-O-S (organization, competitor, stakeholder) within the

corporation. The company has to think of compliance and accountability as

important. The competition in the areas in which the company competes with other

firms in its industry.

31
The four elements in the 7Cs Compass Model are:

A formal approach to this customer-focused marketing mix is known as "Four Cs"

(commodity, cost, communication, channel) in the Seven Cs Compass Model. The

four Cs model provides a demand/customer centric version alternative to the well-

known four Ps supply side model (product, price, promotion, place) of marketing

management.

 Product → Commodity

 Price → Cost

 Promotion → Communication

 Place → Channel

32
"P"
"C" category
category "C" definition
(broad)
(narrow)

(Latin derivation:

commodus=convenience,happiness) : Co-

creation.It is not "product out".

The goods and services for the consumers or

Product (C2)Commodity
citizens. Steve Jobs has been making the goods

with which people are pleased. It will not

become commoditization if a commodity is

built starting.

(Latin derivation: constare= It makes

sacrifices) : There is not only

Price (C3) Cost
producing cost and selling cost but purchasing

cost and social cost.

Promotion (C4)Communication (Latin derivation: communis=sharing of

33
 meaning) : marketing communication : Not

only promotion but communication is

important. Communications can

include advertising, sales promotion, public

relations, publicity, personal selling, corporate

identity, internal communication,SNS, MIS.

(Latin derivation: canal) : marketing channels.

Place (C5) Channel
Flow of goods.

The compass of consumers and circumstances (environment) are:

 (C6) Consumer – (Needle of compass to consumer)

The factors related to consumers can be explained by the first character of

four directions marked on the compass model. These can be remembered by

the cardinal directions, hence the name compass model:

 N = Needs

 W = Wants

 S = Security

 E = Education:(consumer education)

34
 (C7) circumstances – (Needle of compass to circumstances )

In addition to the consumer, there are various uncontrollable external

environmental factors encircling the companies. Here it can also be

explained by the first character of the four directions marked on

the compass model:

 N = National and International (Political, legal and ethical) environment

 W = Weather

 S = Social and cultural

 E = Economic

EXHIBIT: Shimizu's 7Cs Compass Model (Courtesy: © Koichi Shimizu,

Japan)

These can also be remembered by the cardinal directions marked on a

compass. The 7Cs Compass Model is a framework in co-

marketing (symbiotic marketing). It has been criticized for being little more

than the four Ps with different points of emphasis. In particular, the seven

Cs inclusion of consumers in the marketing mix is criticized, since they are

atarget of marketing, while the other elements of the marketing mix

are tactics. The seven Cs also include numerous strategies for product
35
development, distribution, and pricing, while assuming that consumers want

two-way communications with companies.

An alternative approach has been suggested in a book called 'Service 7' by

Australian Author, Peter Bowman. Bowman suggests a values based

approach to service marketing activities. Bowman suggests implementing

seven service marketing principles which include value, business

development, reputation, customer service and service design. Service 7 has

been widely distributed within Australia.

Difficulty of computational methods

Automatically selecting the attributes of a product (in any category, i.e.

product, promotion, etc.) to maximize the number of customers preferring

the resulting product is acomputationally intractable problem. Given some

customer profiles (i.e., customers sharing some features such as e.g. gender,

age, income, etc.), the valuations they give to each potential product

attribute (e.g. females aged 35–45 give a 3 out of 5 valuation to "it is green";

males aged 25–35 give 4/5 to "it can be paid in installments"; etc.), the

attributes of the products sold by the other producers, and the attributes each

producer can give to its products, the problem of deciding the attributes of

our product to maximize the number of costumers who will prefer it is Poly-

36
APX-complete. This implies that, under the standard computational

assumptions, no efficient algorithm can guarantee that the ratio between the

number of costumers preferring the product returned by the algorithm and

the number of costumers that would prefer the actual optimal product will

always reach some constant, for any constant. Moreover, the problem of

finding a strategy such that, for any strategy of the other producers, our

product will always reach some minimum average number of customers

over some period of time is an EXPTIME-complete problem, meaning that

it cannot be efficiently solved. However, heuristic (sub-optimal) solutions to

these problems can be found by means of genetic algorithms, particle swarm

optimization methods, or minimax algorithms.

37
 SALES PROMOTION

Sales promotion is any initiative undertaken by an organisation to promote an

increase in sales, usage or trial of a product or service (i.e. initiatives that are

not covered by the other elements of the marketing communications or

promotions mix). Sales promotions are varied. Often they are original and

creative, and hence a comprehensive list of all available techniques is virtually

impossible (since original sales promotions are launched daily!). Here are some

examples of popular sales promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-

liquidating promotion. For example if a loaf of bread is priced at $1, and cost

10 cents to manufacture, if you sell two for $1, you are still in profit - especially

if there is a corresponding increase in sales. This is known as a PREMIUM

sales promotion tactic.

(b) Customer Relationship Management (CRM) incentives such as bonus

points or money off coupons. There are many examples of CRM, from banks to

supermarkets.

(c) New media - Websites and mobile phones that support a sales promotion.

For example, in the United Kingdom, Nestle printed individual codes on KIT-

38
KAT packaging, whereby a consumer would enter the code into a dynamic

website to see if they had won a prize. Consumers could also text codes via

their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale materials and

product demonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with

each sandwich purchase. Once the card was full the consumer was given a free

sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail

their customers with the latest low-price deals once new flights are released, or

additional destinations are announced.

(g) Joint promotions between brands owned by a company, or with another

company's brands. For example fast food restaurants often run sales promotions

where toys, relating to a specific movie release, are given away with promoted

meals.

(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling

points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was

39
given away to potential consumers at supermarkets, in high streets and at petrol

stations (by a promotions team).

(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and

radio, on The Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities, and

the less well off farmers and producers, are becoming more popular.

(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.

Many of the examples above are focused upon consumers. Don't forget that

promotions can be aimed at wholesales and distributors as well. These are

known as Trade Sales Promotions. Examples here might include joint

promotions between a manufacturer and a distributor, sales promotion leaflets

and other materials (such as car), and incentives for distributor sales people and

their retail clients.

40
SALES PROMOTION

Marketing

Key concepts

Product / Pricing / Promotion

Distribution / Service / Retail

Brand management

Account-based marketing

Marketing ethics

Marketing effectiveness

Market research

Market segmentation

Marketing strategy

Marketing management

Market dominance

Promotional content

Advertising / Branding

Direct marketing / Personal Sales

41
 Product placement / Public relations

Publicity / Sales promotion

Sex in advertising / Underwriting

Promotional media

Printing / Publication / Broadcasting

Out-of-home / Internet marketing

Point of sale / Novelty items

Digital marketing / In-game

Word of mouth

This box: view • talk • edit

Sales promotion is one of the four aspects of promotional mix. (The other three

parts of the promotional mix are advertising, personal selling, and publicity/public

relations.) Media and non-media marketing communication are employed for a

pre-determined, limited time to increase consumer demand, stimulate market

demand or improve product availability. Examples include:

 contests

 point of purchase displays

 rebates

42
  free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution

channel members (such as retailers). Sales promotions targeted at the consumer are

called consumer sales promotions. Sales promotions targeted at retailers and

wholesale are called trade sales promotions. Some sale promotions, particularly

ones with unusual methods, are considered gimmick by many.

Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as happy hour

 Loyal Reward Program: Consumers collect points, miles, or credits for

purchases and redeem them for rewards. Two famous examples are Pepsi

Stuff and Advantage.

 Cents-off deal: Offers a brand at a lower price. Price reduction may be a

percentage marked on the package.

 Price-pack deal: The packaging offers a consumer a certain percentage more

of the product for the same price (for example, 25 percent extra).

 Coupons: coupons have become a standard mechanism for sales promotions.

 Loss leader: the price of a popular product is temporarily reduced in order to

stimulate other profitable sales

43
 Free-standing insert (FSI): A coupon booklet is inserted into the local

newspaper for delivery.

 On-shelf couponing: Coupons are present at the shelf where the product is

available.

 Checkout dispensers: On checkout the customer is given a coupon based on

products purchased.

 On-line couponing: Coupons are available on line. Consumers print them out

and take them to the store.

 Mobile couponing: Coupons are available on a mobile phone. Consumers

show the offer on a mobile phone to a salesperson for redemption.

 Online interactive promotion game: Consumers play an interactive game

associated with the promoted product. See an example of the Interactive

Internet Ad for tomato ketchup.

 Rebates: Consumers are offered money back if the receipt and barcode are

mailed to the producer.

 Contests/sweepstakes/games: The consumer is automatically entered into the

event by purchasing the product.

 Point-of-sale displays:-

o Aisle interrupter: A sign that juts into the aisle from the shelf.

o Dangler: A sign that sways when a consumer walks by it.

44
 o Dump bin: A bin full of products dumped inside.

o Glorifier: A small stage that elevates a product above other products.

o Wobbler: A sign that jiggles.

o Lipstick Board: A board on which messages are written in crayon.

o Necker: A coupon placed on the 'neck' of a bottle.

o YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to stock

up on a product.

 Dealer loader: An incentive given to induce a retailer to purchase and

display a product.

 Trade contest: A contest to reward retailers that sell the most product.

 Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

 Training programs: dealer employees are trained in selling the product.

 Push money: also known as "spiffs". An extra commission paid to retail

employees to push products.

Trade discounts (also called functional discounts): These are payments to

distribution channel members for performing some function .

45
POLITICAL ISSUES

Sales promotions have traditionally been heavily regulated in many advanced

industrial nations, with the notable exception of the United States. For example, the

United Kingdom formerly operated under a resale price maintenance regime in

which manufacturers could legally dictate the minimum resale price for virtually

all goods; this practice was abolished in 1964.

Most European countries also have controls on the scheduling and permissible

types of sales promotions, as they are regarded in those countries as bordering

upon unfair business practices. Germany is notorious for having the most strict

regulations. Famous examples include the car wash that was barred from giving

free car washes to regular customers and a baker who could not give a free cloth

bag to customers who bought more than 10 rolls.

46
PROMOTIONAL MIX

There are four main aspects of a promotional mix. These are:

1 Advertising- Any paid presentation and promotion of ideas, goods, or services

by an identified sponsor. Examples: Print ads, radio, television, billboard, direct

mail, brochures and catalogs, signs, in-store displays, posters, motion pictures,

Web pages, banner ads, and emails.

2 Personal Selling - A process of helping and persuading one or more prospects to

purchase a good or service or to act on any idea through the use of an oral

presentation. Examples: Sales presentations, sales meetings, sales training and

incentive programs for intermediary salespeople, samples, and telemarketing. Can

be face-to-face or via telephone.

3 Promotions- Incentives designed to stimulate the purchase or sale of a product,

usually in the short term. Examples: Coupons, sweepstakes, contests, product

samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and

exhibitions.

4 Public relations - Paid intimate stimulation of supply for a product, service, or

business unit by planting significant news about it or a favorable presentation of it

47
in the media. Examples: Newspaper and magazine articles/reports, TVs and radio

presentations, charitable contributions, speeches, issue advertising, and seminars.

Direct Marketing is often listed as a the fifth part of the marketing mix

Sponsorship is sometimes added as a sixth aspect.

CATEGORY:SALES PROMOTION

Subcategories

This category has only the following subcategory.

 [+] Customer loyalty programs (1)

Pages in category "Sales promotion"

The following 29 pages are in this category, out of 29 total. This list may not

reflect recent changes (learn more).

48
  Sales promotion
G P cont.
BBargain
 Grand opening  Promotional item
 Buy one, get one free
H R
C
 Happy hour  Rebate (marketing)
 Clip strip  Hoover free flights  Running of the Brides
 Coupon promotion
S
D I
 Sample sale
 Discounts and allowances  Institute of Sales  Serverbuster
 Doorbuster Promotion  Specialty catalogs
 Drug Coupon  Student Price Card
L
F V
 Ladies' night
 Free sample  Visual merchandising
M
W
 Magalog
 Money back  Wiki wiki dollar
guarantee
Y
P
 Young America
Pick 'n' mix Corporation
 Point of sale display

49
COMPNY PROFILE

50
 COMPNY PROFILE

HSIL Limited, vastly recognized by its brand hindware, a leading name in the
Indian market is a company driven by innovation. Its complete focus on crafting
unforgettable bathing experiences, developing contemporary bathroom solutions
for over five decades with products that make life better has set new trends each
year.
Hindware - HSIL. Know about Hindware Company Profile, Manufacturing
Plant, Product, Market share, Address, Contact details & Jobs in Hindware.

The unequivocal trait of HSIL, being the very ‘best and first’, in its domain began
with the introduction of Vitreous China Sanitaryware to the Indian consumer in
1962. And, it was just the beginning! Searching for new approaches and ideas in
bathroom product design led to the birth of brand hindware. Its growing portfolio
of excellent brands; hindware Italian Collection, hindware Art along with hindware
encompasses pristine ceramic bathroom fixtures (water-closets, bidets, washbasins,
and urinals), series of tech-smart taps/faucets, tiles, vents, wellness & kitchen
appliances is a testament of its growth and commitment.

HSIL’s other brands; Raasi (1999) and Benelave (2011) address the ‘value for
money’ category. While brand Amore (2013) offers premium wellness products.

Set up in 1960 as Hindustan Twyfords Ltd, with a technological collaboration with

Twyfords UK, the company was renamed to Hindustan Sanitaryware & Industries
Limited in 1969.

HSIL Limited as we know today, reformed the way the India sanitaryware market
was operating. Synonymous with design and quality, after establishing its

51
reputation in the bathroom products vertical, diversified into glass. The company
acquired Associated Glass Industries Limited (AGI) in 1981and entered the glass
bottle manufacturing sector. 2011 saw PET bottles added to its portfolio with
Garden Polymers Private Limited (GPPL) coming under its umbrella.

In 2007 HSIL Limited expanded its business portfolio further and Hindware Home
Retail Pvt Limited (HHRPL) was incorporated. HHRPL, a 100% subsidiary of
HSIL Limited, launched brand EVOK a chain of large retail format stores, offering
home interiors & decor merchandise. There are 18 EVOK stores pan India at
present.

The environment at HSIL is friendly and Both the sanitary ware plant have
quarters for employees inside the campus. Employees of HSIL can maintain work-
life balance. Bahadurgarh plant is Near to city area whereas Bibi Nagar plant is not
so near to city area. Both Plant has Sports club for quarters employees.

HSIL Limited is among India’s top 500 companies as listed in the ‘Fortune India
500’ 2014 list. Superlative design, stylish flair and unbeatable quality is at the heart
of HSIL’s business philosophy

I need to say that all sanitaryware product made using the ceramic materials almost

same, when I say almost means there may be problem arises when you buy from a

company.it is not about the strength , normally it related to leaking, not flushing

properly, require more water to flush, because of design not comfortable to use,

water stagnant in the washbasins, bad smell because of the design allowing the

waste gas escape from the drain and many more. ok, Now we dive into the topic.

52
Overview

With a mission to revolutionize sanitaryware ware market in India, Mr. Rajendra

K. Somany, in collaboration with Twyfords Ltd. of UK, established Hindustan
Twyfords in 1960. Backed by innovative products, Hindustan Twyfords was the
first company to introduce vitreous china ceramics in India.

Keeping in mind the need to change the sanitation conditions in the country, his
vision and goal found perfect harmony with his desire to do something for the
social welfare of the nation as well. With this thought, enormous encouragement
given by his family and with technical support provided by Twyfords, Mr. Somany
founded the Bahadurgarh plant which commenced its production in 1962.

And since then, every year has turned out to be more eventful, successful and ever
challenging. We have set several milestones marking our achievements in creating
innovative products, market penetration, internal expansion, as well as venturing
out into new businesses - container glass and home retail.

HSIL is the first company in the Building Materials Industry to be awarded the
prestigious ISO 9001, 14001 and OHSAS 18001 certificate, awarding effective
quality management and environment systems and the first in the country to
receive the ISI License, back in 1962.

High levels of respect and trust of our 40 million satisfied customers and dealers
itself endorses our three brand ethos - Customer Satisfaction, Product Innovation
and Quality Control. Developing state-of-the-art and contemporary products for
our ever evolving customers, Hindware's Customer Service Division takes pride in
instant customer service. Hindware satisfies every need of bathroom and kitchen

53
products as it provides a wide spectrum of products ranging from sanitaryware
ware to wellness, to faucets, to kitchen appliances.

Our some of the creme-de-la-creme institutional partners in India are DLF, The Taj
Hotels, GMR, Unitech, ITC Hotels, Mahindra, Infosys, Coca Cola, Pepsi, Dr.
Reddy's Laboratories, Hindustan Unilever, Peron Ricard, Pfizer, Sab Miller,
Dabur, Nestle, just to name a few. And to make the most of this era of
globalization, we are expanding internationally.

HSIL has been recognized amongst the top 300 companies in India and has also
been rated by Forbes magazine amongst the top 100 small and medium sized
companies in the world.

Adding another feather in our hat, we have recently opened our first retail store for
home interiors solution called EVOK in NCR providing a comfortable and
convenient one-stop shopping experience and value for money home interior
solutions.

With our corporate office in Gurgaon, 15 customer contact centres covering the
length and breadth of the country, four manufacturing units - one in Haryana and
three in Andhra Pradesh, Hindware plans to become one of the leading names in
the industry. Find List of top 10 best sanitary ware manufacturers company brands
in India.The sanitary ware manufacturing companies in India is booming during
last 15 years due to the infrastructure developments. When I started working in
sanitaryware manufacturing units the brands and companies producing
sanitaryware are limited but now many Indian companies started and Some of the
Multi-national brands like Kohler, TOTO, Roca are started manufacturing plants in
India. Now there are more than 100 brands of sanitaryware products in Indian
54
 market. So there will be confusion about which brand to chose, which is better,
which is Economical and raises many more queries. So We have listed top
sanitaryware manufacturing company brands in the Indian market. After a year I
am revisiting this post to update this article to be more relevant to this 2018
because some more companies started the sanitaryware manufacturing plants now
in India. I made changes also in the order of the manufacturer to reflect the market
views.

 Hindware has been recognized as a Super brand consecutively for the last four
years.

 Hindware manufactures ten sanitaryware ware pieces every two minutes; 310
every hour and 2.7 million each year.

 Possesses the most committed distribution network in India's building products

industry.

 AGI Glasspac has a capacity to produce 953 million bottles per annum and the
capability to manufacture 400 different products in three colours.

 AGI's second container glass manufacturing facility at Bhongir, A.P. has a capacity
of manufacturing 690 million pieces per annum bringing the total capacity to 1643
million pieces per annum.

Hindware having Two Ceramic Sanitaryware Manufacturing plants and one faucet
plant in India

1. Bahadurgarh (Haryana) - Ceramic Division 1.

2. Bibi Nagar plant (Secunderabad) - Ceramic Division 2.
3. Bhiwadi, Rajasthan - Faucet plant.
All the three Manufacturing plant having separate R&D team for their Plants. Both
sanitaryware manufacturing plant having separate modeling team Contains more
55
than 5 modulars in their team. Manufacturing unit contains automated slip house &
glaze preparation process , battery castings, glazing carousel and quality test
equipment.

Sanitaryware Product Quality testing in Manufacturing plant: Hindustan

sanitaryware & industries limited follows strict quality checks to ensure only the
best quality product to reach the market. Some of the quality test that is carried out
day to basis are,

Core Purpose & Values

With a mission to revolutionize sanitaryware ware market in India, Mr. Rajendra

K. Somany, in collaboration with Twyfords Ltd. of UK, established Hindustan
Twyfords in 1960. Backed by innovative products, Hindustan Twyfords was the
first company to introduce vitreous china ceramics in India.

Core Purpose

Passionately strive to enrich customer's quality of life thereby enhancing

stakeholder value

56
 Core Values
PEOPLE EXCELLENCE
Performance Excellence
 We believe in teamwork to enable our people to perform and succeed beyond their
individual capacities
 We nurture high performing teams where an individual's opinions and perspectives
are respected

 We recognize and reward team performance for achievement of collective goals

 We promote cross-functional teams for enhancing business growth and innovative

practices

 AGI Glasspac has a capacity to produce 953 million bottles per annum and the
capability to manufacture 400 different products in three colours.

 AGI's second container glass manufacturing facility at Bhongir, A.P. has a capacity
of manufacturing 690 million pieces per annum bringing the total capacity to 1643
million pieces per annum

Respect for Individual

 We encourage a culture of trust and openness where each one is valued

 We nurture high performing teams where an individual's opinions and perspectives

are respected

 We recognize and reward team performance for achievement of collective goals

 We promote cross-functional teams for enhancing business growth and innovative

practices

Core Purpose & Values

 We relentlessly pursue learning for sustained competitive advantage
57
 We stay competitive by sharing knowledge across the organization

 We take ownership in developing ourselves personally and professionally

 We are open to learn from our mistakes and experiences

BUSINESS EXCELLENCE
Performance Excellence
 We, individually and collectively, are passionately committed to exceed our goals

 We maintain a relentless focus on business objectives in spite of obstacles

 We believe in taking ownership of our decisions and actions

 We strive to constantly raise the bar of performance in our business

Operational Excellence
 We set standards in all operational processes through an unwavering focus on
continuous and sustained improvement

 We strive for consistent and assured performance

 We take pride in setting benchmarks in operational processes by driving time and

cost efficiencies

 We seek continuous improvement in all our processes

Customer Centricity
 We constantly strive to delight our customers
 Customer is the focus of everything we do

 We are committed to provide best in class experience to our customers

 We believe in doing what is right for our internal and external customers

58
 LEADERSHIP EXCELLENCE
Innovation
 We foster innovation in our processes and products to create and deliver value

 We believe in continual processes and product innovation to deliver value

 We believe in challenging status quo

 We foster creativity and informed risk-taking

Agility
 We are flexible, responsive and adaptable to the changing market dynamics

 We keep ourselves abreast of the changing market dynamics

 We believe in embracing change and adapting ourselves rapidly

 We respond quickly and effectively in order to seize opportunities

History
Production started in Bahadurgarh in 1962 as Hindustan Twyfords. In 1962
Hindustan Twyford's renamed to Hindustan Sanitaryware & industries limited. At
1982 Mr.Sandip Somany joined Hindustan sanitary ware & industries Limited. At
1989 HSIL Brought plant in Hyderabad to increase Production capacity. Then
Hindware brand is introduced at 1991 for the first time. First water saving Product
launched in 1997. In 1999 Rassi ceramics acquired, it helped to increase the
production capacity. At 2000 Hindware website came online. In 2001 ISO
9001:2000 Certification received. Export business Expanded at 2006. At 2008
corporate office was opened in Gurgaon. Aat 2009 Company renamed to HSIL.
Production started in Bahadurgarh in 1962 as Hindustan Twyfords. In
1962 Hindustan Twyford's renamed to Hindustan Sanitaryware & industries
limited. At 1982 Mr.Sandip Somany joined Hindustan sanitary ware &

59
industries Limited. At 1989 HSIL Brought plant in Hyderabad to increase
Production capacity. Then Hindware brand is introduced at 1991 for the first
time. First water saving Product launched in 1997. In 1999 Rassi ceramics
acquired, it helped to increase the production capacity. At 2000 Hindware
website came online. In 2001 ISO 9001:2000 Certification received. Export
business Expanded at 2006. At 2008 corporate office was opened in
Gurgaon. Aat 2009 Company renamed to HSIL.

Year Achievements

1960 Hindustan Twyfords Ltd. was incorporated to introduce

vitreous china sanitaryware for the first time in India

1962 A factory was set up and production commenced in

Bahadurgarh, Haryana (earlier part of Punjab)

1969 Company renamed to Hindustan Sanitaryware & Industries

Limited

1981 Expanded business into container glass manufacturing

through the acquisition of Associated Glass Industries Ltd.

 Mr. Sandip Somany joined HSIL with focus on business

1982
growth;

 AGI Furnace upgraded to increase the capacity

1986 AGI upgraded I.S. machines; introduced Electronic control

& Lehr Temperature control systems

1989 Acquired Krishna Ceramics Ltd. (Bibinagar); expanded

ceramics manufacturing capacity

60
1990 Commissioned world's largest open flame kiln in the
Bahadurgarh factory

1991 Introduced the Hindware Brand

1992 Accessed natural gas in the Bahadurgarh plant

1994 AGI initiated in-house mould designing through CAD and

high precision CNC machines

1996 HSIL crossed the Rs.100 crore revenue milestone

1997 Launched water conservation product, with 3.5 litre

flushing - Super Constellation water closet

 Established the Secunderabad office for Building Product

1998
Division

 Product category expanded to introduce PVC cisterns as

part of the Hindware portfolio

 Raasi ceramics acquired to further expand sanitaryware

1999
manufacturing capacity

 Bibinagar capacity expansion completed

 ISO accreditation received by Bahadurgarh Plant

 First Indian Plant in the sanitaryware industry to receive

this prestigious accreditation

 Hindware established online presence with their website

2000

 Building Products Division expanded to Bathroom

Wellness category (Bathtubs / Showers / MFMT's etc.)

 ISO 9001:2000 Certification received by Building Product

2001
Division

61
2003 Strategic Partnership Agreement with Sanitec for
introducing high-end Keramag Brand in the Indian market

 Building Products Division expanded to chrome plated

2004
bathroom fittings (faucets)

 Rebranded the Hindware logo for a youthful presentation

 Launched light-weight flat flint bottles

 AGI upgraded production technology to make it one of the

most flexible production facilities in the country

2005 HPC (Mauritius) Ltd. invested USD 12.2 million and

acquired 14.99% stake in the company

2006 Expanded export business

2007 HSIL crossed the Rs. 500 crore revenue milestone

 HSIL entered the home interior fashion design retail

2008
industry through its subsidiary HHRPL

 Established two retail megastores in NCR

 Established corporate office presence in Gurgaon

 BPD achieved the highest production levels of 31,000 MT

 The company was renamed to HSIL

2009

 Launched Hindware Lacasa display showrooms

 Bhongir greenfield project commenced production,

significantly expanding capacity of container glass business

 Awarded the Golden Peacock National Quality Award 2010

2010

 Honoured with the prestigious THE BIZZ 2010 award for

62
 being an inspirational organisation with admirable business
management systems

 Awarded the 2010 IMM Award for Excellence by the

Institute of Marketing and Management, Delhi

 Acquires the bath fittings business and operations of

Havells India Limited

 Acquires UK based Barwood Products Limited.

 Hindware wins 4 P's Award for India's 100 Most Valuable

Brand 2010

 Hindware forays into the tiles segment

 Hindware chosen as a leading Power brand 2010

 HSIL again awarded Business Super brand Award

2011 HSIL Launches Premium Bath Fittings Brand BENELAVE

2011 HSIL Launches Luxury Brand QUEO

2012 Became the first Indian company to be felicitated with the

UPC star rating by the International Association of
Plumbing and Mechanical officials (IAPMO)

2013 Awarded with the prestigious GRIHA (Green Rating for

Integrated Habitat Assessment) certification

2013 Honoured with the 'Best Bathroom Fixtures' Good Homes

Award by ZEE channel

63
 Core Team

For an organization to prosper, it takes exemplary leadership that is future focused,

innovation driven and dedicated. Our core team comprises of thought leaders,
strategists and opinion makers who have been, with their expertise and foresight,
working continuously towards achieving the sustained market leadership.
 Board of Directors
 Management Team

64
OBJECTIVE OF THE STUDY

65
OBJECTIVE OF THE STUDY
An objective is the most important part of a research .The objective is the bull’s

eye, which a researcher has to hit. The objective determines the path on which a

researcher has to walk on, and help him/her by not deveining from the path.

 To analyse marketing analysis towards the Hindware products range.

 Analyse consumer satisfaction for after sales service provided by Hindware .

 Analyse the Consumer behaviour of among Hindware .

 To get aware with the procedure of marketing department.

 To know organizational structure and specifically marketing department.

 To analyze the awareness of customer of Hindware

66
 SCOPE OF STUDY

The scope formulation is the first step to a successful Research process. Project

undertaken the problem of analyzing the marketing analysis of Hindware in

lucknow

IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business

environment. New thoughts and ideas should pour into its, Research &

Development to innovate its existing products which should be beyond competitors

comprehension.

This study enables the user with answer to formulate an effective marketing mix

strategy with a broader prospective to tap areas where it did not feel the need

earlier, hence the decision of whether to penetrate this section or not can be found

out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the fluctuation

in prices from time to time & from product to product.

Special reference is made to the improvement of ability of product in terms of

packaging& product innovations & advertisement always means to cut down

competitors.

67
RESEARCH METHODOLOGY

68
 RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research. The

techniques and concepts used during primary research in order to arrive at

findings; which are also dealt with and lead to a logical deduction towards the

analysis and results

RESEARCH DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have to find

about the problem and then work on solving the problem. Whereas in case of

descriptive research, we know the problem, we just have to find the solution to the

problem. Generally descriptive research design is applied after exploratory

research design.

Here after doing the secondary research, we found the general perception about the

retail baking but then in second phase we tried to figure out where the difference

lies and on what basis the banks differ from each other

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RESEARCH TOOL

Research tool

The purpose is to first conduct a intensive secondary research to understand the

full impact and implication of the industry, to review and critique the industry

norms and reports, on which certain issues shall be selected, which remain

unanswered , this shall be further taken up in the next stage of secondary

research. This stage shall help to restrict and select only the important question

and issue, which inhabit growth and segmentation in the industry.

DATA COLLECTION:

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports studied

under secondary data. Primary Data was taken with questionnaire

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 THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city. The

objectives of the project has been fulfilled by getting response from the customer

associated to these segments through a personal interview in the form of a

questionnaire. The responses available through the questionnaire are used to

evaluate the sales promotion for the products of Hindware and the willingness of

the customer to purchase its products on future.

The project also covers an analysis of the switch over of customers to competitors

products in the market.

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 THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research

process. Project undertaken the problem of analyzing the marketing analysis of

Hindware

THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two

which are as follows:

Primary Objective:

 To analyse sales promotion towards the Hindware products range.

Secondary Objective:

 Analyse consumer satisfaction for different Hindware products.

 Analyse the Consumer behaviour of Hindware.

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 THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is carried upon the customers in Lucknow city. The reason for

choosing this design is to get responses from the customers so that their buying

behaviour about the products of the company and their loyalty could be predicted.

THE DATA SOURCE

The data has been taken from two sources

 Primary data source

The primary data source has been collected through questionnaire by personally

interviewing each respondent on a number of queries structured in a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

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 THE AREA OF WORK

The field work is conducted in the Lucknow city in various Places

like Mall, Showroom and retailers situated in different location all over the city.

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical

and non biased response are selected thus the sample size is taken out to be 100

units.

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LIMITATION

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 LIMITATION

Though, best efforts have been made to make the study fair,

transparent and error free. But there might be some inevitable and inherent

limitations. Though outright measure are undertaken to make the report most

accurate.

The limitation of the survey are narrated below:

 The project is valid for Lucknow city only.

 It was not possible to cover each and every respondent due to time constrains.

 There may be some biased response form the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as per the

questionnaire.

 The decisiveness on the part of the customers regarding some question hence

difficulty faced in recording and analyzing the data.

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 DATA ANALYSIS

AND INTERPRETATION

77
 DATA ANALYSIS

1. Do you like the idea of purchasing Hindware?

Yes 87

No 13

13%

87%

Yes No

INTERPRETATION

87% respondent said that they have idea of purchasing Hindware but 13% are not

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2. Have you ever purchase product of Hindware ?

Yes 77

No 23

23%

77%

Yes No

INTERPRETATION

77% respondent said that they have ever purchase product of Hindware but 23%

are not

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3. What helps you to decide which product of Hindware you purchase ?

TV Advertisement 23

Personal recommendation 36

Special offer 11

Radio advertising 17

News paper 7

Word of mouth 6

7% 6% 23%
17%

11%
36%

TV Advertisement Personal recommendation

Special offer Radio advertising
News paper Word of mouth

INTERPRETATION

23% respondent said that they decide to purchase the product of Hindware by TV

advertisement, 36 personal recommendation, 11% special offer, 17% radio

advertising, 7% from News paper and 6% word of mouth.

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4. How frequently you see advertisement of Hindware product ?

Weekly 27

Monthly 37

daily 27

None 19

17% 25%

25%
33%

Weekly Monthly daily None

INTERPRETATION

25% respondent said that they have see advertisement of Hindware product

weekly, 33% monthly, 25% daily, but 17% none.

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5. For which one of the following purpose you visit in your product ?

Purchasing brand goods 57

Purchasing local goods 23

Only gathering information 11

Others 9

9%
11%

57%
23%

Purchasing brand goods Purchasing local goods

Only gathering information Others

INTERPRETATION

57% respondent said that they have purpose to visit product purchasing brand

goods, 23% purchasing local goods, 11% only gathering information and 9%

others.

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6. What according to you are attractive features that buy Hindware product ?

Quality 32

Economy 49

look wise 19

19%
32%

49%

Quality Economy Look wise

INTERPRETATION

32% respondent said that they have attractive features that buy Hindware product

Quality, 49% Economy, 19% Lookwise.

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7 Are you satisfy with Hindware?

Yes 91

No 9

9%

91%

Yes No

INTERPRETATION

91% respondent said that they satisfied buy 9% no.

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8. Do according to you Hindware product have changed the way the Consumer

behavior towards Hindware product ?

Yes 71

No 29

29%

71%

Yes No

INTERPRETATION

71% respondent said that Hindware product have changed the way the Consumer

behavior towards Hindware product Yes but 29% said no.

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9. Do you suggest Hindware products to others

Yes 89

No 11

11%

89%

Yes No

INTERPRETATION

89% respondent said that they suggest Hindware products to others yes but 11 said

no.

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10. How will you rate your present Hindware product performance?

Poor 7

Satisfactory 23

Fair 27

Good 21

Very good 13

Excellent 9

9% 7%
13% 23%

21%
27%

Poor Satisfactory Fair Good Very good Excellent

INTERPRETATION

7% respondent said that they rate your present Hindware product performance

poor, 23% satisfactory, 27% fair, 21% good, 13% very good, 9% excellent.

87
FINDINGS

88
 FINDINGS

 87% respondent said that they have idea of purchasing Hindware but 13%

are not

 77% respondent said that they have ever purchase product of Hindware but

23% are not

 23% respondent said that they decide to purchase the product of Hindware

by TV advertisement, 36 personal recommendation, 11% special offer, 17%

radio advertising, 7% from News paper and 6% word of mouth.

 25% respondent said that they have see advertisement of Hindware product

weekly, 33% monthly, 25% daily, but 17% none.

 57% respondent said that they have purpose to visit product purchasing

brand goods, 23% purchasing local goods, 11% only gathering information

and 9% others.

 32% respondent said that they have attractive features that buy Hindware

product Quality, 49% Economy, 19% Lookwise.

 91% respondent said that they satisfied buy 9% no.

 71% respondent said that Hindware product have changed the way the

Consumer behavior towards Hindware product Yes but 29% said no.

 89% respondent said that they suggest Hindware to others yes but 11 said

no.
89
 7% respondent said that they rate your present Hindware product

performance poor, 23% satisfactory, 27% fair, 21% good, 13% very good,

9% excellent.

90
CONCLUSION

91
 CONCLUSION

The report comes to the following conclusion

 The customers of Hindware are brand loyal with only a small percent want to

shift over to other brands. Trying of other brands by customers is mainly

because the customer wants to try something new.

 The performance of Hindware is fair in comparison to other pro brands.

 Economy is the basic feature influencing to built brand Image.

 Due to high brand loyalty the customers of Hindware recommend its product to

others.

 The customers are satisfied with the product range of Hindware product.

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SUGGESTIONS AND

RECOMMENDATION

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 SUGGESTIONS AND RECOMMENDATION

The recommendations are

 The brand loyalty for more Hindware can be increased if the Quality and

appearance of the products are given due attention because Tata has captured a

major share of disposable glass sector.

 The switch over of the customers can be prevented if more of new products are

launched more frequently like other compititor which launches new products

with slight variations from the previous.

 Quality are good but it still needs improvements.

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BIBLIOGRAPHY

95
 BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma

 Research Methodology : C. R. Kothari

 Websites

 www.google.com

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